Jul 2, 2026
Four Brands Redefining American Watchmaking
This weekend is the 4th of July. And it’s not just any run of the mill 4th of July, it just happens to be the 250th anniversary of American independence. America’s semiquincentennial (honestly, I’ll be glad when I no longer have to use, read, or think about that particular word) is certainly a time for celebration, just like any other Independence Day. But this one does feel somewhat momentous. I mean, it comes with its own logo, after all. It also comes with many commercial opportunities, as does every anniversary, something long known and understood in the watch community. So it’s no surprise that we’ve seen an inordinate (some would say tiring) amount of watches brandishing that “250” logo or “1776” or the colors of our flag, often from brands that aren’t even American! Look, we love it that Swiss, British, German, and Japanese brands want to help celebrate this special birthday, but if I’m being honest, I find most of these watches in red, white, and blue with that omnipresent logo on the dial a little, I don’t know, not great? An “America 250” novelty item should be something bought at a gas station on the way to a fireworks celebration (maybe as you fill your truck with $6/gallon diesel) that can be easily discarded at the end of the night. Or maybe it should be a commemorative coin bought on the Home Shopping Network at 2:00 AM at a price you can’t resist. Should it really be a watch? I feel like it shouldn’t, but that’s just me....
Fratello
